So, About Pretty Little Thing...

 Hey Babes! 

Welcome back to the blog! I hope you’re all doing well. I just got back from the MoMA with Alex—he’s been wanting to go forever! We saw some incredible art and grabbed pho on the way home. Now, I’m enjoying a chilly yet peaceful afternoon in our living room, overlooking the city.

Now that I’ve lured you in, let’s get to the real reason I’m writing today. I have an (unsolicited) opinion on a trending topic that I need to share. If you’ve been keeping up with recent events, you might have seen that Pretty Little Thing has undergone a major rebrand. They’ve moved away from their signature pink, hyper-feminine aesthetic in favor of a more neutral and modest look. While I do like the new vibe, it raises concerns about a rapidly growing shift in fashion and beauty—something I like to call "Tradwife-ification".

Before I dive in, I want to clarify: I do not identify as a tradwife. I’m simply a fiancée who chooses to stay home while my partner works—not out of obligation, but by choice. I haven’t talked about this much, but I personally don’t enjoy working for my own reasons. That said, Alex and I align more with progressive values, and while I don’t personally subscribe to tradwife culture, I also don’t judge women who do.

With that out of the way, let’s get into my thoughts on the PLT rebrand. 

1. What is "In" is tied to wealth

Trends don’t exist in a vacuum—they’re almost always dictated by the upper class. If we look at past fashion cycles, what’s considered “in” is often a reflection of what the wealthy elite are wearing. The Y2K resurgence, for example, wasn’t just nostalgia; it coincided with luxury brands reviving early-2000s silhouettes on the runway.

The PLT rebrand aligns with the quiet luxury movement, which gained popularity thanks to shows like Succession and influencers who push the “stealth wealth” aesthetic. Essentially, fashion is shifting toward a more reserved, muted, and polished look because that’s what’s currently associated with affluence. PLT, a fast fashion brand catering to the masses, is now mirroring these aesthetics to stay relevant. But this transition also raises an important question: is it really about personal style, or is it about keeping up with an ever-changing perception of what’s aspirational?

2. Modesty culture and you

Another element of this shift is the reemergence of modesty culture. While fashion is cyclical, it’s important to note that modest dressing—long skirts, high necklines, and neutral color palettes—isn’t just about aesthetics. It’s often deeply rooted in cultural and religious values that promote traditional femininity.

Now, I’m not saying that wearing a beige turtleneck means someone is anti-feminist. But I do think the normalization of modest dressing, particularly in fast fashion, coincides with a larger societal push toward conservative ideals. Modesty culture, when widely embraced, tends to position women’s bodies as something that should be covered rather than freely expressed. The fact that major brands are now catering to this aesthetic shows how fashion can reflect deeper ideological shifts—even if it’s unintentional.

3. The "High-value" of it all

We can’t talk about this topic without addressing the rise of the so-called “high-value woman” trend. Social media is flooded with content encouraging women to embrace ultra-femininity, submission, and homemaking as a way to be seen as more “desirable.” This narrative often ties a woman’s worth to her ability to attract and keep a wealthy, traditionally masculine man.

The PLT rebrand plays into this aesthetic shift, whether intentionally or not. By moving away from flashy, hyper-feminine styles and into more subdued, modest silhouettes, they’re tapping into the same demographic that’s currently romanticizing the tradwife lifestyle. Again, dressing modestly is a personal choice, but when brands push it as the new norm, it subtly reinforces the idea that this is the ideal way to present oneself.

4. Fast fashion needs to be quick with the times

Fast fashion brands rely on one thing: trend cycles. If modest, neutral dressing is what’s in right now, PLT is simply doing what it does best—adapting to consumer demand. But in a few years, we’ll likely see the pendulum swing in the opposite direction. Maybe hyper-feminine aesthetics will return, or maybe we’ll see a new iteration of bold, experimental fashion. Either way, PLT’s rebrand is a strategic move, not a moral stance.

At the end of the day, fashion is personal. If you love the new look, embrace it! If you miss the old aesthetic, there are countless brands still offering it. But let’s not ignore the bigger picture—fashion isn’t just about clothes. It’s about culture, power, and the ever-changing definition of what it means to be desirable.

What do you think about PLT’s rebrand? Love it, hate it, or indifferent? Let’s chat in the comments!